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Calgary-based, Absolute Audio Video, came to CIPR Communications to improve its overall web presence and online reputation. Initial engagements with the business

included a social media refresh and the development of a content calendar; more recent-ly it became clear that to achieve the online goals Absolute Audio Video was striving

towards a refreshed and redeveloped website was necessary.

CASESTUDY

ABSOLUTE AUDIO VIDEO

WWW.CIPRCOMMUNICATIONS.COM

Calgary-based, Absolute Audio Video, came to CIPR Communications to improve its overall web presence and online reputation. Initial engagements with the business included a social media refresh and the development of a content calendar; more recently it became clear that to achieve the online goals Absolute Audio Video was striving towards a refreshed and redeveloped website was necessary.

A dynamic, attractive, and easy-to-navigate website is the first step to ensuring a business is available for their online leads. An attractive brand and a website to match ensures online lead generation is successful. A refreshed website that stands out from the competition also provides positive brand reputation – especially when considering between a few suppliers in a specific geographic area.

CASE STUDY

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CIPR began with an in-depth audit of the previous client website. Through interactive mapping and workshopping CIPR was able to identify the most important content and the key calls to action for potential customers. The audit led to the creation of a site map and the organization of content through a detailed information architecture.

CIPR led the client in the content collection process ensuring that the appropriate visuals, links, and copy was completed and allocated to each page. In some cases, CIPR took an active role in writing and editing content to ensure it would resonate with web visitors.

Website development took approximately 8-weeks. CIPR chooses to engage clients at certain points in the website development process so they have the opportunity to provide feedback before their website is launched.

CIPR was instrumental in ensuring initial search engine optimization (SEO) was completed and that the website was optimized.

CASE STUDY

CIPR STRATEGIC APPROACH

CASE STUDY

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Tactics that were instrumental in the campaign included:

CIPR TACTICS

• Content Workshop• Site Map and Information Architecture

• Website Development• Content Creation, Direction, Editing

CIPR TACTICAL RESULTS - OLD VS. NEW

CIPR RECOMMENDATIONS

Looking forward CIPR would recommend the following digital marketing tactics to Absolute Audio Video in order to ensure the continued success of its website as a reputation management and lead generation tool:

• Paid Search Campaign: Specifically focusing on the local market will ensure that Absolute Audio Video is at the top of the search queue on Google – making it easy to access and continually standing out from the competition.

• Search Engine Optimization (SEO): a rich content marketing strategy can ensure that Absolute Audio Video takes advantage of the blog created on the site while at the same time helping its organic search ranking. Content developed for SEO can be leveraged on the business’ social media accounts and in newsletters.

• Email Marketing: A consistent e-newsletter to past customers, or leads that have given consent to receive emails, can be a powerful way to solidify a positive reputation by sharing expertise, deals, events, and interesting information. Engage customers are more likely to be repeat buyers.

WWW.CIPRCOMMUNICATIONS.COM